My Muscle Chef (MYMC) has announced the appointment of Liam Loan-Lack (main photo) to head of marketing based in Sydney. The company has further appointed two additional senior marketing leaders as part of its growth strategy.
Loan-Lack has spent the last decade working in agencies in both Australia and the UK partnering with some of the world’s largest brands including Amazon, Flight Centre, Burger King, OceWorks and Specsavers. For the past three years he was a senior leader at Universal McCann [“UM”] Australia as national growth lead and general manager.
On his appointment, Loan-Lack said, “My Muscle Chef stood out to me as a company with direct social impact – with every meal sold we’re giving customers the opportunity to achieve their goals whilst providing time back to focus on their passions.”
“The ready-made meals category is one that can – and should – have mass resonance for audiences beyond core and traditional gym-goers, and My Muscle Chef is on this trajectory and growing rapidly. I’m looking forward to taking the brand into new territories with the extended team as a result. “
MYMC started as a side hustle in 2013 and is now a thriving business, generating an annual revenue run rate in excess of $190 million. Each month the company delivers more than two million healthy and fresh ready-made meals, drinks and snacks across all meal occasions, primarily via its direct to consumer e-commerce offering, complemented by its ranging in more than 3,000 retail stockists across Australia.
In his role, Loan-Lack will be responsible for leading MYMC’s marketing and design function, championing a robust strategy-led marketing team and assembling an ecient roster of agencies to augment his internal team. MYMC’s marketing function plays a critical role in helping to understand and solve customer needs, bringing to market new product development initiatives, leading customer engagement by leveraging data and technology and driving long-term brand awareness and demand.
Nick Love, MYMC’s chief customer officer commented on the appointment, “We’re thrilled to have Liam join us as we invest in levelling up the quality of leadership and experience in the MYMC customer group to bring our ambitious vision to life. Liam’s experience working with global brands, leading high-performing teams and his ability to zero-in and execute cross functionally on the right strategic goals will be integral to our continued success.”
In addition to Loan-Lack’s appointment, MYMC has made two additional senior marketing leaders: Ryan Guthrie, senior marketing manager and Dee Wescombe, new product marketing manager.
Dee Wescombe comes to MYMC following a raft of agency and client-side experience including Subaru and Peugeot, and specialises in optimising customer engagement through personalised journeys across platforms. In her role at MYMC she will lead the launch of exciting new business model offerings and help further scale customer engagement.
Guthrie hails from working with some of Australia’s most recognised FMCG and high-growth consumer brands, most recently leading the enterprise marketing function at Afterpay. In his new role at MYMC he will lead the company’s long-term brand growth strategy.
“Dee and Ryan are exciting new additions to the team at My Muscle Chef. With these new hires, we are strengthening our already highly valued marketing team and integrating new levels of experience as our growth continues to accelerate. Ultimately, we view this team as not just a department, but as the driver of a broader culture of market orientation across MYMC,” added Loan-Lack.
